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Afrogem Jewellers
  • Afrogem Jewellers
  • Afrogem Jewellers
  • Afrogem Jewellers
  • Afrogem Jewellers
Afrogem Jewellers

Shopify Website

Afrogem Jewellers

Afrogem, a heritage jeweller established in 1966 and based in Cape Town, partnered with my studio to modernise their online presence with a full Shopify redesign and theme upgrade. The result is a sophisticated, high-performing online store that beautifully reflects Afrogem’s legacy of craftsmanship and elegance — while giving their team more flexibility and control through Shopify’s 2.0 functionality.

www.afrogem.co.za
The Challenge

As one of South Africa’s oldest jewellery brands, Afrogem’s website needed to communicate the same level of refinement and trust as their in-store experience. However, their online store was built on an outdated Shopify 1.0 theme that was no longer supported by Shopify.

This presented several challenges:

  • An outdated design that didn’t align with Afrogem’s timeless luxury aesthetic.
  • Limited layout flexibility, making content updates difficult.
  • Slower page speeds and reduced performance on mobile.
  • Missed opportunities for showcasing jewellery collections in an inspiring, conversion-focused way.

Afrogem needed a website that honoured their 50+ year heritage while feeling fresh, modern and effortless to browse.
The Solution

We started by defining Afrogem’s creative direction — elegant, minimal, and timeless — and then selected a premium Shopify 2.0 theme that could bring this vision to life while providing the flexibility their team needed.

Key steps included:

  • Creative Direction: Developing a design aesthetic that balanced Afrogem’s heritage with modern UX principles.
  • Theme Selection: Choosing a premium Shopify 2.0 theme that offered modular layouts, advanced filtering, and easy content updates.
  • Full Shopify Redesign: Redesigning every page for clarity, elegance, and conversion.
  • Conversion Optimisation: Ensuring key trust building features were prominent throughout the website.
  • Mobile Optimisation: Ensuring a seamless and fast mobile experience.
  • Ongoing Support: Providing guidance and technical support post-launch for updates and refinements.
Results & Impact

The new Afrogem website reflects the brand’s sophistication while giving customers a smooth, trustworthy online shopping experience.

The Results

  • A refined, high-end website aligned with Afrogem’s premium positioning.
  • Faster load times and improved mobile usability.
  • Greater flexibility for the in-house team to manage content.
  • An elevated visual presentation of collections that enhances customer engagement and trust

The Impact

Afrogem now has a Shopify store that matches the beauty and craftsmanship of its jewellery — timeless, elegant, and built to grow. The redesigned site not only enhances customer experience but also empowers the brand team with the tools and confidence to manage their online store effortlessly.

She transformed our website!

Meg transformed our website into something seamless, beautiful, and incredibly easy to navigate. I’ve never experienced such a smooth process in my working career.

— Cathy De Dominicis, Eden Perfumes

Working with Megan at Nutmeg Studio to build our Shopify store for Fruitful® was an absolute pleasure

The final website couldn’t be better in terms of both design and navigation. Megan was always willing to listen and take on feedback, while also bringing incredibly helpful and insightful suggestions to the table that helped our ideas.Overall, it was a fantastic experience and we’d love to work with her again in the future.

— Talia & Graham, Fruitful®

In love with our new store

Meg recreated the most beautiful and easy-to-navigate website for my florist shop. I can’t recommend Nutmeg Studio highly enough.

— Jen, Haven Botanical

A pleasure to work with

It was an absolute pleasure working with Meg. She immediately understood what we were looking for and was approachable throughout the process.

— Allen Usher, Usher Whisky

She elevated our business to represent where we are today

We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas.

— Richelle, Soul of Africa Travel

I highly recommend Meg for her professional approach which included prompt turnaround times and clear communication and assistance at every turn

Having a website that is informative, appealing and has good SEO is a game changer for any business and Meg is the right person to get the job done.

— Saysha Baker, Saysha Baker Photography

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